Marketing

Management

PRESENTED BY: AMRUT POKHARKAR

SURAJ YADAV
PRIYA BHATKAR
TULSIGANDHA
BHARANKAR
SWEETA BANE

WHAT IT MEANS?
[Business & Management ]:Marketing
Management, Marketing is the activity,
set of institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients, partners,
Marketing is the process of communicating
the value of a product or service to
customers, for the purpose of selling the
product or service. It is a critical business
function for attracting customers.

On other hand :Marketing is a process

of obtaining customer satisfaction, by
making sure than your customers always
come first and making face to face
presentation with your loyal customers.

Process of communicating the value of a

product or service through positioning to
customers. Marketing can be looked at as an

New

Definition

"Marketing is the activity, set of institutions, and

processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large."

Previous Definition
"Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders."

Management is the processes of planning, organizing directing motivating and coordinating and
controlling of various activities of a firm. Marketing is the process of satisfying the needs and wants of
the consumers. Management of marketing activities is Marketing Management.
Management Guru Philip Kotler defines marketing as
Marketing Management is the analysis, planning,
implementation and control of programmes
designed to bring about the desired exchanges with
target audiences for the purpose of personal and mutual
gain. It relies heavily on adoption and coordination of the
product, price, promotion and place for achieving
response: In other words, a business discipline, which is
focused on the practical application of marketing
techniques and the management of a firms marketing
resources and activities, is Marketing Management.
Marketing Management focuses upon the psychological
and physical factors of Marketing. The Marketing managers
are responsible for influencing the level, timing, and
composition of customer demand accepted definition of
the term. While the psychological factors focus upon
discovering the needs and wants of the consumer and the
changing patterns of buying behavior, habit etc. the
physical factors focus upon fulfilling those needs and
demands buy better product design, channel of

In summary, Marketing in action is marketing Management. Marketing Management has the

responsibility of to perform many functions in the field of marketing such as planning, organizing,
directing, motivating, coordinating and controlling. All these function aim to achieve the
marketing goals.

Following is a brief summary of functions of Marketing:

1. Marketing Objectives: marketing management determines the marketing objectives. The
marketing objectives may be short term or long term and need a clear approach. They have to
be in coherence with the aims and objectives of the organization. Planning: After objectively
determining the marketing Objectives, the important function of the marketing Management is
to plan how to achieve those objectives. This includes sales forecast, marketing programmes
formulation, marketing strategies.
2. Organization: A plan once formulated needs implementation. Organizing functions of marketing
management involves the collection and coordination of required means to implement a plan
and to achieved pre determined objectives. The organization involves structure of marketing
organization, duties, responsibilities and powers of various members of the marketing
organization.
3. Coordination: Coordination refers to harmonious adjustment of the activities of the marketing
organization. It involves coordination among various activities such as sales forecasting, product
planning, product development, transportation, warehousing etc.
4. Direction: Direction in marketing management refers to development of new markets, leadership
of employees, motivation, inspiration, guiding and supervision of the employees.
5. Control: Control refers to the effectiveness with which a marketing plan is implemented. It
involves the determination of standards, evaluation of actual performance, adoption of

6. Staffing: Employment of right and able employees is very crucial to success of a market plan. The
market manager coordinates with the Human Resource Manager of an organization to be able to hire
the staff with desired capability.
7.Analysis and Evaluation: The marketing management involves the analysis and evaluation of the
productivity and performs mace of individual employees.